| Mobile Internet has entered a new period of development in China.The scale of mobile online video users exceeds 600 million.The future development of mobile online video will focus on video content as the core and derivative content as the assistant content ecological layout.In the fierce industry competition,how mobile online video APP handles the problem of user control and how to enhance brand equity has become the focus of industry attention Point.Therefore,this paper focuses on the impact of mobile online video APP user control rights on brand equity,and explores the mediating role of perceived value between the two.Based on the existing research results,this paper constructs the theoretical model of this study.In the model,mobile online video APP user control as an independent variable,brand equity as a dependent variable,perceived value as a mediating variable.User control of mobile online video APP includes two dimensions: skipping control and closing control.Brand equity includes three dimensions: brand loyalty,brand association and brand awareness.Perceived value includes three dimensions: functional,symbolic new and experiential.Then,according to the theoretical model,through questionnaire survey and mathematical analysis methods,this paper studies how the control rights of mobile online video APP users affect brand equity.Empirical results show that: mobile online video APP user control has a significant impact on brand loyalty and brand association,and perceived value plays a part of intermediary role between mobile online video APP user control and brand equity. |
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